Argassi beach is the nearest decent beach to Zakynthos Town and that may help to explain its popularity with UK tour operators.
The resort lies about four kilometres south of the Zante island capital and has a very wide selection of restaurants and bars, nightclubs and play parks for the children.
The beach is mostly sand and shingle, fairly long but very narrow for most of its length and very busy in the high season.
There are watersports galore and showers, sunbeds and brollies. The water is very shallow for several metres out to sea so it is very good for families with children, although the seaweed can be unsightly.
Dozens of tavernas line the main street through Argassi and you can even find the odd Greek tavernas among the Italian, Chinese and burger restaurants.
The main Argassi road is where you find most of the shops, and they include mini-markets, bakeries, leather and gift shops and jewellers.
The proximity to Zakynthos Town has turned Argassi into a nightlife hotspot with no end of clubs and bars, Brit-on-holiday pubs and karaoke, quiz nights, wide-screen TV football and similar delights.
Argassi also has a very wide range of accommodation, from five-star luxury hotels to basic studios and apartments, as well as plenty of rooms to rent.
There are regular and frequent buses to Zakynthos Town and taxis on the main road, but it is not very far to walk anyway.